CLIENT

City of Redding, Department of Community Services

OBJECTIVE

The Clean California Litter Butterfly Marketing Campaign aimed to raise awareness about anti-littering efforts and secure funding through Caltrans's Clean California Grant—the campaign aimed to promote community engagement and environmental stewardship by encouraging responsible waste disposal practices.

PROCESS

As the lead designer, I conceptualized and produced a distinctive logomark for the campaign's branding. Inspired by 1970s boho aesthetics, the design featured the message, "For every litterbug, we need a litter butterfly." This visual identity was applied across various promotional materials, including stickers, tote bags, and streetlight pole banners.

I oversaw the production of these materials, ensuring that the design elements were faithfully reproduced to maintain brand consistency and visual impact. In particular, the stickers and tote bags became popular among community members, contributing to widespread engagement with the campaign's message.

OUTCOME

The campaign successfully raised awareness about anti-littering efforts and garnered positive community response. The distinctive logomark and branded materials, such as stickers and tote bags, effectively conveyed the campaign's message while fostering a sense of civic pride and environmental responsibility among residents.

Additionally, the funds received from the Clean California Grant were used to launch a new park in Downtown Redding—the first of its kind—further enhancing community amenities and environmental initiatives.

KEY LEARNINGS

This project enhanced my skills in creating impactful visual identities and promotional materials for community-driven campaigns. It underscored the importance of thoughtful design in communicating environmental messages and engaging diverse audiences effectively.

TOOLS & TECHNOLOGIES

Illustrator